Category: B2B Marketing

How to Plan Your Social Media Strategy 

A clever organic social media strategy can help you cut through the noise to build an audience and connect with prospects.

Whether you’re a B2B or B2C company,
a thoughtful approach to social media
can build awareness and generate leads. 

A little more than a decade ago, spreading the word about your business involved press releases, advertisements and word-of-mouth marketing. While these channels remain important, social media has evolved into an equally critical marketing tool. Knowing how to plan your social media marketing strategy is essential to making the most of its potential. 

 
With a carefully considered plan, you can relate to new audiences in different and more targeted ways. Facebook users, for example, tend to be methodical shoppers who skew older, while Instagram remains a haven for aesthetically motivated consumers between the ages of 18 and 24. Determining where your audiences spend their time — and what types of content encourage them to stop scrolling — will allow you to connect with key segments, develop brand awareness and build a loyal following. 

Social media demographics and usage by platform.
To determine which platforms offer the most engagement potential for your business, start by
understanding the audience profiles of each.

 
In this article, we’ll help you determine which social media platforms are best for your business — and how to create content that delights and engages audiences. 

How to Choose the Right Social Media Platforms. 

When choosing which social networks are best suited to your business, it’s important to remember that not all platforms are created equal. Different platforms appeal to different demographics, and the same message might not resonate across all social media channels. Make sure you consider the following:

Your Target Audience. 

Understand who your target audiences are and find out which platforms they use most. For instance, younger demographics gravitate towards Instagram, Snapchat and TikTok, whereas professional audiences spend their time on LinkedIn. Facebook, Instagram and X (formerly known as Twitter) have a broad user base and can cater to most demographics — but each is geared toward particular types of content. 

Your Content Mediums.

Different platforms are better suited for different types of content. For example, Instagram and Pinterest are designed to highlight photos and videos, whereas LinkedIn is a great place to share insightful, long-form content. Keep in mind that the capabilities of each network are constantly changing, so it’s important to stay up-to-date as new mediums emerge. 

Your Business Type. 

B2C companies may find more success on Instagram or Facebook, which allow for a more personal connection with customers. Conversely, B2B companies may be better served by LinkedIn or X, which are more conducive to sharing industry news and professional content. 

Your Resources. 

Whichever platforms you choose, all social channels require a significant investment of time and effort to achieve a significant ROI. Be realistic about how much time you can devote to social media. It’s better to share incredible content on one channel than mediocre posts on several. 

Crafting Your
Content Strategy.

Once you’ve chosen the right platforms, it’s time to think about content. Your content strategy should be informed by your overall business goals. Are you looking to drive sales, increase brand awareness, engage with customers or position your brand as a thought leader? No matter your objectives, the following best practices are foundational to most successful strategies. 

Share Valuable Content. 

Share content that’s genuinely useful or interesting to your audience. This could be information or entertainment in the form of blog posts, infographics, how-to videos, industry news or thought leadership articles. Just make sure every piece of content you share aligns with your overall brand storytelling strategy.

Screenshot of blog posts shared on Design At Work’s Google Business Profile.
Your Google Business Profile is a great place to share informative content, such as recent blog posts.

Engage with Your Audience. 

Social media isn’t just about broadcasting your message; it’s about fostering a two-way conversation. Ask questions, seek feedback, respond to comments and engage with your audience in a meaningful way. 

Promote Your Products or Services
(In Moderation). 

While it’s okay to promote your products or services, make sure it’s balanced with other content. A good rule of thumb is the 80/20 rule — 80% of your content should inform, educate or entertain your audience, while only 20% should directly promote your business.

Design At Work Facebook post promoting the marketing agency’s services.
As long as you follow the 80/20 rule, promotional content like this Facebook post can generate leads
without overwhelming your audience with salesy messaging.

Leverage User-Generated Content. 

Encourage your customers to share their experiences with your brand or products. This not only allows you to aggregate free content, but also fosters a sense of community and trust around your brand.

Use Visuals. 

Humans are visual creatures, so it’s no surprise that visual content tends to outperform text-based content on social media. Try to incorporate photos, infographics, animation and videos into your content. 

Video and animated graphics like this stop viewers from scrolling past your content and encourage engagement.

Consistency is Key. 

Posting consistently not only keeps your audience engaged but also helps to improve your visibility and reach on social media. Create a content calendar to ensure regular posting and plan your content in advance. 

Social media content management platform.
Social media content management platforms such as Sendible and Sprout Social can help you keep track of when and what you post.

If you’re feeling overwhelmed by the prospect of deploying a social media game plan, let’s talk! Design At Work can help you develop an approach that will generate awareness and drive sales. 

Sources:

  1. Social media demographics to inform your strategy in 2023 | Sprout Social

The Pros and Cons of Fractional CMOs 

A close look at this budget-friendly
marketing solution. 

Henry Ford famously said that “a man who stops advertising to save money is like a man who stops a clock to save time.” It’s true — whether you’re a small start-up or an established mid-size business, your company needs marketing to thrive and meet its goals. But when the budget is limited, it can be difficult to know how best to allocate your marketing funds. Rather than hiring an in-house team or a marketing agency, some are turning to part-time Chief Marketing Officers, or fractional CMOs. 

In this blog post, we explore the pros and cons of hiring a fractional CMO — and explain why, in our humble, unbiased opinion, an agency can be your marketing partner and more. 

What is a fractional CMO? 

A fractional CMO is a seasoned marketing executive who provides strategic marketing leadership to companies on a part-time, or contractual basis. Unlike a traditional full-time CMO, a fractional CMO works with multiple companies simultaneously, offering them a “fraction” of their time. The arrangement is akin to a time-share: you enjoy access to all the amenities of an experienced leader, but you have to share them with other “investors,” so you can’t guarantee they’ll be available when you need them.

The pros of fractional CMOs. 

There’s a reason why some businesses choose this option — fractional CMOs offer some of the benefits of an in-house marketing team lead without the costs associated with a full-time employee. Here are some of the upsides of fractional CMOS.  

A budget-friendly solution. 

If your budget is limited and you’re looking for someone to develop a high-level strategy for your in-house marketing team, the idea of a fractional CMO might be appealing. For a much lower cost, you’re essentially hiring a contractor to propose a strategy and provide leadership for your team.

Bar graph comparing average monthly salaries of Fractional CMOs and full-time marketing executives.
This graph illustrates the primary appeal of fractional CMOs — they’re much less expensive than salaried employees.1

A range of experience.

Since fractional CMOs often work with various industries and business models, they can leverage cross-sector expertise and propose ideas that may be less well-known in your corner of the market. In theory, at least, this can introduce an out-of-the-box approach.

Rapid recruitment and onboarding.

Full-time roles typically require a lengthy recruitment and onboarding process, as they carry greater financial and legal commitments for your company than a contractor. With a consultant such as a fractional CMO, you can skip the protracted head hunting, salary negotiations and learning curve necessary for internal hires. In the cons section, however, we’ll explain why the time you save during onboarding may be nullified by the time it takes a part-time team member to learn your business.  

A low-commitment relationship.

As contractors, fractional CMOs can be let go at any time. Businesses who only need strategy and leadership for a season — during a period of expansion, for example, or for a critical project or product launch — may bring in a contractor, rather than recruit an internal hire who won’t be necessary long-term.

The cons of fractional CMOs. 

As we have seen, fractional CMOs offer some benefits — but the relationship isn’t without drawbacks. Let’s look at some of the reasons why this setup is sometimes unsuccessful.

Divided attention.

The number one drawback of a fractional CMO is in the title — they’re only able to give you a fraction of their time and professional investment. Since these contractors are part-time leaders for multiple teams, you run the risk of paying someone who isn’t available when you need them. Perhaps more importantly — they’re tasked with the challenge of leading a team to which they don’t fully belong. Your team is less likely to feel fully supported by and committed to a leader who isn’t fully bought into the company.

Cultural misalignment.

With divided attention comes less time spent engaging with your in-house team — hearing their ideas and struggles firsthand, understanding how they work individually and together, learning their unique personalities and communication styles. It takes time for new in-house executives to learn about the people and culture of a company. For someone who devotes only part of their attention to a team, it can take much longer. For this reason, the time you save onboarding a contractor may be offset by the time it takes your fractional CMO to learn how to lead your employees.  

“To me, teamwork is a lot like being part of a family. It comes with obligations, entanglements, headaches, and quarrels. But the rewards are worth the cost.”

— Pat Summit 

The best leaders are fully invested in those they lead. 

The challenge of knowledge transfer.

As with any outsourced marketing solution, making sure a contractor stays up-to-date on the ins and outs of your business can be a challenge. What a full-time CMO would pick up simply by being part of internal conversations, a fractional CMO must learn through additional emails, phone calls and meetings. For the arrangement to work, the contractor has to be flexible and readily available for time-sensitive conversations.

When to choose a marketing agency over a fractional CMO. 

In many cases, a marketing agency can offer all the benefits of a fractional CMO — and more. The average monthly cost of an integrated agency is on par with the salary of a fractional CMO, but rather than gaining one outside perspective, you gain the insight of a whole team of specialists. An agency can not only provide strategic recommendations, but also implement the strategies it suggests. It can also work with your team, either directly with leadership or an in-house marketing team, rather than awkwardly leading on a part-time, outside basis. You can learn more about the benefits of hiring a marketing agency in our recent blog post.

At Design At Work, we pride ourselves on being forthright with prospective clients. If we don’t feel confident we can meet your needs, we’ll tell you. Contact us if you’re looking for outsourced marketing and need someone to guide you through the process of choosing the best option for your business.  

Sources:

  1. Fractional Chief Marketing Officer for Your Business | Echelon5

Top Ten Best Practices for Website Development

From optimization to personalization, it's important to keep these essential web development best practices in your toolkit.

Is your business preparing for a website refresh? Keep these tips in mind.

The digital landscape is constantly evolving. Most recently, we’ve witnessed the rise of AI, an increased awareness of accessibility issues and growing concerns about privacy, all of which have impacted global regulations and user expectations.

To ensure your business’ website engages, guides and provides value to customers — while staying up to date on user-friendly requirements — it’s important to stay abreast of changes in the field. Here, we explore some essential best practices for website development in 2025.

1. But First, Mobile.

Per Google’s mobile-first indexing, the mobile version of your website is now considered the primary version,1 which makes designing a mobile-friendly interface an absolute must. Use responsive design to ensure your site looks good and performs well on all devices, including tablets and smartphones.

2. Optimize Performance and Speed.

In today’s fast-paced digital world, users expect websites to load within two to three seconds. Any delay, and they’re likely to bounce. That’s why it’s crucial to optimize your website for speed. This includes minimizing HTTP requests, enabling browser caching, optimizing images and minifying CSS, JavaScript, and HTML.

3. Prioritize the User Experience.

A good website doesn’t just look beautiful; it provides a smooth, intuitive user experience. This involves clear navigation, easy-to-use menus, sensible page hierarchy and interactive elements that provide feedback. The more user-friendly your website is, the more likely users are to stay and engage with your content.

4. Get Personal with Artificial Intelligence (AI) Tools.

The integration of AI and personalization in web development is no longer a novelty; it’s a necessity. AI can be used for chatbots, automated customer service, personalized recommendations and ongoing content creation. The more personalized and interactive the user experience, the more engaged your visitors will be.

In addition to personalization features, AI can be used for the development process itself, optimizing tasks such as programming, wireframing, prototyping and quality assurance.

A list of AI tools for web development
AI is revolutionizing the way websites are designed, from programming to content creation. These tools can optimize the development process and make your code more effective.2

5. Don’t Forget Search Engine Optimization.

Good website development is inherently search engine-friendly. This includes fast load times, mobile-first design, proper use of header tags, appropriate meta descriptions and a well-structured URL. An optimized website will help you rank higher in search engine results, thereby driving more organic traffic to your pages.

6. Maximize Web Accessibility.

Ensuring that everyone, regardless of ability, can access your website is more critical than ever. When developing with accessibility in mind, consider color contrast, font size, keyboard navigation, alt text for images and transcripts for audio and video content.

7. Take Precautions to Keep Your Site Secure.

With the rise of cyber threats, website security is a top priority. Make sure your website is secure by regularly updating your software, using HTTPS, limiting file uploads and employing security measures like a web application firewall.

8. Use Progressive Web Apps (PWAs).

PWAs offer an app-like experience on the browser, combining the best of both web and mobile apps. They’re reliable, fast and engaging. Embrace PWAs to enhance user experience, drive engagement and increase conversions.

9. Sprinkle in Micro-Interactions.

Micro-interactions are small, subtle animations or design elements that guide a user or give feedback on their actions. These can include button animations, scroll animations and hover effects. They can significantly enhance the overall experience and increase the amount of time users spend on your site.

10. Perform Regular Updates and Maintenance.

Once your website is up and running, make sure to perform regular updates and maintenance to ensure your pages remain relevant and function correctly. Keep all plugins, themes and your content management system up-to-date and run audits periodically to test for functionality, speed and errors.

Does your website need an upgrade, or are you looking to start fresh with a completely new site? Reach out! We can help you implement best practices to encourage traffic and engagement on your website.

Sources:

  1. Mobile Site and Mobile-First Indexing Best Practices | Google
  2. 10 Best AI Tools for Web Developers | Designmodo

Navigating the Storm: Effective PR Messaging for Businesses During Hurricanes

Hurricanes and other natural disasters can strike unexpectedly, causing disruptions that challenge even the most prepared businesses. Amid these challenges, effective public relations (PR) plays a crucial role in maintaining client relationships, showcasing resilience, and fostering community support.

In this guide, the marketing experts at MARION closely examine the art of PR messaging during natural disasters, focusing on how businesses can communicate with existing clients before, during, and after local catastrophes to ensure they remain ahead of the game.

Before the Storm: Preparing and Communicating

  1. Understanding the Risks: The first step in effective disaster communication is recognizing potential risks. Research and identify how natural disasters might impact your business and clients, enabling you to anticipate challenges and develop tailored responses.
  2. Creating a Comprehensive Plan: A well-thought-out disaster communication plan is essential. Outline strategies, designate communication channels, and define protocols for both internal and external communication to ensure a coordinated response.
  3. Proactive Outreach: Reach out to clients before a disaster strikes. Share your preparedness plan, emphasizing the steps you’re taking to ensure their safety and maintain business continuity. This proactive approach establishes trust and reassures clients.
  4. Providing Resources: Equip clients with essential resources such as emergency contact information, safety guidelines, and evacuation routes. Utilize visuals like infographics or images to convey important information more effectively. This empowers them to take necessary precautions and stay informed.

During the Storm: Keeping Clients Informed

  1. Continuous Updates: Maintain open lines of communication with clients throughout the disaster. Regularly update them on the status of your business operations, any disruptions, and the safety measures you’re implementing. Use multiple communication channels such as social media, email, and website updates.
  2. Prioritizing Safety: Show that safety is your top priority. Inform clients of measures you’re taking to protect your employees, clients, and assets during the crisis.
  3. Emergency Contacts: Ensure clients have access to your emergency contact information. This enables them to seek assistance if needed and reinforces your commitment to their well-being.
Hurricane PR Messaging for Businesses

After the Storm: Recovery and Rebuilding

  1. Expressing Empathy: Send heartfelt messages expressing concern for the well-being of your clients and the community. Demonstrating empathy reinforces your commitment to supporting them during challenging times.
  2. Assessing the Impact: Share transparent updates on the status of your business, any damages incurred, and the progress of your recovery efforts. This transparency fosters trust and keeps clients informed.
  3. Offering Assistance: Provide information about available support services and resources that can aid clients in their recovery process. This gesture showcases your dedication to helping them rebuild.
  4. Showcasing Resilience: Highlight how your business is bouncing back from the disaster. Reiterate your commitment to providing quality services and reaffirm the value you bring to clients.

Long-Term Relationships: Post-Disaster Engagement

  1. Follow-Up: Continue to engage with clients even after the immediate crisis has passed. Use social media to provide real-time updates, address concerns, and answer questions from your audience. Check in to see how they’re recovering and offer additional support if needed.
  2. Sharing Stories of Resilience: Share inspiring stories of how clients and community members have overcome challenges. This not only uplifts spirits but also demonstrates the strength of your community.
  3. Community Engagement: Participate in local recovery efforts and initiatives. By actively contributing to the well-being of the community, you reinforce your business’s commitment to its surroundings.

The Bottom Line

Navigating hurricanes requires a strategic approach to PR messaging that spans before, during, and after the storm. Effective communication that prioritizes preparedness, empathy, and ongoing support is key to maintaining strong client relationships and showcasing resilience.

As businesses face an increasingly unpredictable world, developing a comprehensive disaster communication strategy ensures they remain ahead of the game and continue providing valuable support during challenging times.

Elevate Your Business’s PR Efforts with MARION Integrated Marketing

From crafting compelling PR messaging strategies to devising innovative marketing strategies and building a strong brand identity, MARION’s experienced team of experts is here to guide you every step of the way. With our dedication to delivering results, we are your partner in achieving business growth and success.

Reach out to us now to prepare your brand’s marketing communications this hurricane season.

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5 Tips to Increase Organic Website Traffic with Savvy SEO

The key to attracting more traffic to your site? Providing useful, readable content.

Want to attract more visitors to your website using search engine optimization? Here’s how.

Search engine optimization (SEO) has come a long way since the term was first coined in the mid-1990s. In the early days of search engines (remember AltaVista and Ask Jeeves?), ranking highly in search results required little more than writing sufficient content and packing it full of more keywords than your competitors — a practice known as keyword stuffing. In 2000, Google changed the game with its Toolbar PageRank update, which allowed it to rank page importance by the number of quality links pointing to it.1

More than two decades and dozens of updates later, marketers are still scrambling to keep up with Google’s ever-evolving algorithm. The good news is that the arc of Google’s progress bends toward the user, which equates to higher-quality content. In this article, we offer tips for increasing your organic website traffic using the latest SEO best practices. 

1. Give Your Audience What They Want.

Quality content is the lifeblood of SEO strategy. Useful, interesting and readable content attracts inbound traffic to your site by answering questions, providing information or facilitating transactions. This is called organic traffic — visitors who arrive at your site via unpaid sources such as Google and Bing. To entice those visitors, you have to understand what they want and why they’re searching for it. 

Broadly speaking, there are four main types of search or keyword intent. 

Types of search intent
Before you can craft useful content, you have to understand users’ search intent, or what they hope to achieve by using a search engine.

2. Conduct Thorough Keyword Research. 

Once you know what your users want, it’s time to investigate how they’re searching for it. This is what’s known as topic or keyword research — an inquiry into the language your audience is using in its search queries. If you can’t speak your users’ language, they won’t be able to find you. 

For example, let’s say you’re a residential construction company and you want to make it easier for prospective customers to locate your website through organic search. Perhaps “residential construction” is the phrase that first leaps to mind, so you decide to test the keyword “houston residential construction.” 

Keyword research results from Semrush
Tools like Semrush allow you to estimate metrics such as search volume and keyword difficulty.

The metrics above suggest that some users enter the phrase “houston residential construction,” but not many. How else might your audience describe what they’re looking for? You might test the keywords “houston house contractor” and “houston home builder” to see if they yield more promising results.

Keyword research results from Semrush
Keyword research like this can help you discover how users are searching for content.

And voilà! The phrase “houston home builder” returns a higher search volume and more competitive keyword difficulty (we’ll talk more about this shortly). The trick to keyword research is empathy. Try to put yourself in the customer’s shoes. What do they know and what do they not know? What words are they likely to use to describe your product, service or related topic? Keep testing different synonyms and word combinations until you find the right keyword.

3. Target Long-Tail Keywords.

So how do you know when you’ve found the right keyword for a given piece of content? Generally, we recommend opting for long-tail keywords. Long-tail keywords are specific phrases comprised of three to five words that allow you to target niche queries and demographics. Short-tail keywords, on the other hand, are broader, one-to-three-word phrases. 

While short-tail keywords attract higher search volumes, they’re also extremely competitive, which means it takes longer to increase your search result rankings. The short-tail phrase “home builder,” for example, has a search volume in the thousands and an extremely high keyword difficulty. While every platform has its own SEO metrics, volume usually refers to the number of people searching for a keyword within a given period, whereas difficulty refers to how much time and effort will be required to compete with other sites for the same keyword. 

Long-tail iterations of “home builder,” such as “environmentally friendly home builders” or “sustainable home builders near me,” reveal much more promising numbers. The first targets a subset of consumers interested in green building practices, and the latter takes it one step further by localizing the query. Both of these long-tail keywords have a relatively high search volume and low keyword difficulty, making them an excellent choice for your primary keyword. 

Why? Because with good traffic and low-to-medium difficulty, you have a better chance of ranking on the first page of Google — and doing so faster. 

4. Compete for Featured Snippets.

Since 2014, Google has been promoting what it considers high-quality content through featured snippets or SERP (search engine result page) features. These snippets are highly visible and helpful, making them likely to attract significant amounts of organic traffic. 

To claim one of these coveted spots, you can optimize your content by using a question-and-answer format. For example, if you want to be featured for the keyword “how to clean a cast iron skillet,” you could include the question in a header or subheader on your page, then answer the question in subsequent body copy. Even if you don’t manage to snag a featured snippet, formatting your content in this way will increase readability and improve the performance of your page. 

5. Optimize Page Titles and Meta Descriptions. 

Page titles and meta descriptions are like an SEO appetizer — they give readers a taste of what’s to come on your page. As such, it’s important that titles not only entice users with attention-grabbing phrasing, but also accurately describe your content. Make sure to include target keywords in page titles and meta descriptions, and keep character limits in mind. Only 30-to-60-character titles will appear in full on SERPs, and meta descriptions should be less than 160 characters. Portent’s SERP Preview Tool makes it easy to ensure you’re staying within your character limits and offers a preview of how your content will appear in SERPs. 

Search engine result page title and meta description examples
Page titles and meta descriptions are usually your first opportunity to attract audiences, so it’s important to make them eye-catching and descriptive.

If you’re looking for a partner to help you implement the latest and greatest SEO strategies, look no further than Design At Work. Let’s talk about how we can increase your website traffic and boost your rankings. 

Sources:

  1. Google Launches the Google Toolbar, Google

Does Your Business Need a Brand Makeover?

Does your brand need a fresh coat of paint? Before you select a shade, as it were, it's important to carefully consider your company's differentiators and goals.

Here’s how to execute a flawless
rebrand when it’s time for an upgrade.

We love a makeover show — Queer Eye, Love It or List It, Fixer Upper. Watching an overworked single dad get a head-to-toe glow-up, or a house with Addams Family vibes transformed into the most modern place on the block? What’s not to love?

What these shows do for people and buildings, we do for businesses. Branding is a lot like a makeover, but instead of Spanx and spackle, we use messaging and graphic design. And, like a good makeover, successful rebranding does not attempt to reimagine the business, but rather reveals what’s been underneath all along.

You might be wondering — when is the right time to rebrand? It depends on your business, industry, history and objectives. These are a few of the most common signs your brand needs a makeover.

Signs it’s time for a brand makeover.
Wondering if your business is due for a rebrand? These are a few of the signs it might be time to refresh your look1.

Questions to Ask Before a
Brand Makeover.

To effectively communicate who you are, it’s essential to understand your brand’s identity. Ask questions — the right questions2 — to identify what sets you apart from the competition. What makes your product or service different? What do you offer that others don’t? What do your customers love about you? Just as importantly — what do you like and dislike about your current brand identity?

The answers to these questions will guide you as you make creative decisions throughout the rebranding process.

Refine Your Brand’s Message.

With a clear understanding of your differentiators, you’re ready to get the message across with the right language. This is where the magic of copywriting comes into play, and great copy is about two things: what you say and how you say it.

The “what” is fairly simple. In fact, after answering the questions above, you probably emerged with a basic understanding of what you want to say. If customer service sets your company apart, for example, then your copy may focus on how well you communicate, adapt and address client pain points. Determining your brand voice, or how you convey your message, may take a little more thought and finesse.  

What Is Brand Voice?

Your brand’s voice is its personality. Just as personality traits affect how people communicate, your brand’s voice guides how you connect with consumers. If your B2B company offers advanced technological solutions, then your voice might be intellectual, crisp and professional. If you manufacture trendy clothing for twenty-something shoppers, your voice may be more conversational, colloquial and even irreverent. Remember that conversation is a two-way street. Understanding who you’re speaking to (your target audience) is just as important as knowing your own brand’s identity.

What Is Brand Tone?

While your brand voice will remain consistent across channels, your tone will vary. Brand tone is the style in which you communicate, including word choice, syntax and cadence. If your company serves a range of industries, your tone may change depending on the vertical you’re targeting. Likewise, a social media post can (and should) sound different than a formal sales presentation.

Refining brand messaging requires strategic planning, editing and testing. Make sure your copy is subjected to a thorough internal review process involving stakeholders who “get” your brand voice. Once you’ve released your copy into the wild, track how it performs on different channels and make adjustments as needed.

Establish a Consistent Visual Brand Identity.

No brand makeover is complete without a visual revamp. Remember those questions above? Your answers will determine which direction you take with your graphic design.

Revisit Your Color Palette

Sometimes (but not always) a rebrand includes an upgraded color palette. Consider who you are as a company, what differentiates you and how you want your target audience to feel. Does your current color palette uniquely represent your product or service, or does it conflict with what’s seen in your industry or the quality of your offerings? Exploring color theory, psychology and your competitors’ branding can help you make smart decisions about color.

Rethink Your Typography

The great thing about a rebrand is that you’re not starting from scratch; you have a whole history of visual materials you can evaluate and tweak to help you make the best decisions moving forward. Look back at previous marketing collateral to assess your current fonts. Are they easy to read in print and digital formats? Do they support your brand’s personality and voice? Are they out of date? If the answer to any of these questions is “no,” it may be a good idea to select new fonts.

Develop Brand Guidelines

Whatever changes you make to your brand’s color, typography and imagery, consistency is key. Set the new guidelines in stone and make sure they’re clearly delineated for anyone who has a hand in your company’s marketing. Establishing a recognizable brand identity helps customers remember, connect with and trust your business.

Reveal Your New Brand.

Once you’ve established your new look and feel, it’s time to shout it from the mountaintops! Announcing your rebrand, especially if it deviates significantly from previous materials, will generate excitement about your business and answer any questions customers have. Clients may wonder, for example, if the rhetorical and visual changes are the result of new ownership or offerings. Be sure to explain why you rebranded — usually, because it more accurately reflects your business’ personality, products and services — as well as any changes customers can expect going forward. Then start to roll out key marketing materials, like your website, brochures, emails and more with your refreshed brand.

Need a brand makeover? Not sure where to start? Contact us and we’ll get your business ready for its closeup.

Sources:

  1. Is Your Online Brand Ready for a Makeover? Here are 5 Ways to Tell | Inc.
  2. 16 Questions to Ask Before Beginning a Brand Redesign Project | HubSpot

How to Design a Winning Trade Show Booth

Effective trade show booth design comes down to a few basic building blocks — consistent brand elements, eye-catching visuals and activities that encourage interaction and connection.

Follow These Tips to Wow Prospective Customers at Your Next Trade Show.

Picture this: You’re standing in the middle of a crowded trade show booth. Your signage and lighting positively sparkle as prospective customers eagerly engage with your interactive product displays. You’re fielding questions left and right, seamlessly gathering attendee data and swapping business cards like a networking ninja.

Sounds great, right? With clear objectives, thoughtful planning and savvy design, you can make this dream a reality. Here we’ll outline the fundamentals of effective trade show booth design, from setting achievable goals to crafting a compelling message for your target audience.

How to Plan Your Trade Show Booth.

Before you decide the “how” of your booth, it’s important to understand the “why.” Are you looking to generate leads among a well-known target audience? Or are you seeking to build brand awareness within a new market vertical? The following questions can help you determine your goals for the event.

Trade Show Attendee Statistics
These statistics about attendees suggest the impact a strong trade show presence can have.

Who is your target audience?

As with any marketing initiative, it’s important to define your audience. Will you be targeting prospective customers, industry peers or potential investors? Understanding your audience will help you refine your messaging and visual approach.

Who is your competition?

Information about your competitors’ previous approaches to trade shows can help you differentiate your booth and set achievable goals. What were their goals and objectives? What kind of messaging and visuals did they use? What do you like about their approach and, more importantly, how can you differentiate your own booth to ensure it stands out?

How will your booth align with your overall marketing strategy?

It’s important to set goals that support your business’ overall marketing strategy. Is your company focused on boosting awareness, generating leads or promoting a new product or service? Considering how the trade show fits into your overall marketing strategy can help you refine your objectives for the event.

What are your goals for the trade show?

Once you’ve identified your target audience, studied the competition and reviewed your company’s overall marketing strategy, it’s time to determine specific, measurable goals for your trade show booth. For example, you might want to gather contact information for a certain number of quality leads, or close a certain number of sales. However you define success, make sure your objectives are SMART: specific, measurable, achievable, relevant and time-bound.

How to Design a Trade Show Booth That Stands Out.

Once you’ve defined your goals, you’re ready to make decisions about the look, feel and functionality of your booth. The following best practices will help you to create an on-brand experience that attracts your target audience and keeps them engaged.

Trade Show Booth Mockup
This mockup of a trade show booth demonstrates the importance of on-brand design elements that encourage interaction.

Stay True to Your Brand.

While your objectives may be unique to the trade show in question, your messaging and visuals should align with your branding guidelines. Make sure every aspect of the experience, from physical signage to virtual data-gathering interfaces, reinforces your brand identity while delivering a message that feels specific and relevant to the event at hand.

Keep the content simple.

A tradeshow booth is more often than not meant to be a backdrop for what’s happening inside your booth. With this in mind, it’s important to keep content minimal, embracing large catchy headlines and keeping your company’s logo is front and center. Highlighting a few key points or differentiators is also good if you want to give booth visitors a quick snapshot of what you offer. More than likely, chairs, tables and people will be standing in front of your booth graphics, so small wording or small details will get lost or not seen.

Highlight Key Visual Elements.

As with content, you’ll want to select images carefully and use them smartly. Make sure you’re drawing attention to the specific products and services that reiterate what your company offers. Strategically placed lighting or illumination can further help to guide visitors’ eyes, while also adding to the “vibe” of your booth. When selecting lighting, consider how you want guests to feel – relaxed, energized, solemn, powerful? Once you know how you want booth visitors to feel, you can select visuals and design a lighting scheme that achieves the effect.

Embrace the Power of Play.

It’s not enough to drive traffic to your booth. To achieve measurable results, you have to delight, engage and inspire attendees to take action, whether that means providing their email addresses or making a purchase. Interactive activities, such as live product demonstrations, touch screen displays, games and trivia, photo booths and even virtual reality simulators encourage guests to linger and explore — giving you the opportunity to make one-on-one connections.

Don’t Sleep on the Swag.

Who doesn’t love a free tote bag, t-shirt or travel mug? Treating your attendees to useful, high-quality branded items is well worth the investment. They not only drive traffic to your booth, but also increase the likelihood that visitors will remember your company fondly. Whatever you choose, make sure the items clearly reflect your brand and connect to your product or service. If you’re a fuel carrier with a fleet of delivery trucks, for example, you might offer branded keychains that remind prospects of your professional team of truck drivers.

Designing a trade show booth can be overwhelming, but by keeping these best practices in mind, you’ll be well on your way to a successful event. Better yet — let Design At Work do the heavy lifting! We can help you plan, design and execute a booth that attracts visitors and generates leads. Let’s talk about your next trade show.

Sources:

  1. 150+ Trade Show Stats That Reveal All, Trade Show Labs

What Is the Purpose of a Press Release?

School tools multicolored triangle, ruler, protractor. Close-up.

Want to earn unpaid media coverage?
It all starts with a press release.

Press releases aren’t just for large corporations and high-profile public figures. Your small to midsize business can also leverage the genre to connect with existing customers and new audiences, thereby expanding your reach, strengthening your credibility and enhancing your overall brand image.

Here, we explore why (and when) you should consider writing a press release. But first — what exactly is a press release?

What is a press release?

A press release is a short news story issued on behalf of a person or organization to members of the media. Press releases may share news, make announcements or address public events. Considered a primary source of information, journalists have the option to publish the pieces as received or incorporate them into an original story.

Why issue a press release?

To put it simply, press releases provide relevant information in a format that makes it easy for journalists to publish or cite. Any significant events or changes in your business — such as a grand opening, a product launch, a merger or expansion, a significant charitable donation or a new executive hire — are potential fodder for press releases. That being said, not every story will garner media attention. The key is to find an angle that appeals to the interests of particular readers or viewers, then identify members of the press with a history of covering similar topics.

Let’s say, for example, your commercial furniture company just hired a new regional sales leader, Sally Sellsalot. This fact in and of itself may be relevant to your team members and clients. But to earn unpaid placement in a publication, you have to find an interesting angle that will appeal to a wider audience.

You might start by searching for journalists who write about local business news. Do you notice any recurring themes or topics in the writers’ pieces, such as a focus on sustainability, architecture and design or construction? If so, consider how Sally’s professional history or goals might fit within those topics. Perhaps, for example, she plans to seek partnerships with clients who are working to reduce their environmental impacts. You might craft a story about how Sally’s hiring forms part of a larger push for sustainability initiatives within the company.

Even well-crafted, strategically delivered pitches sometimes fail to attract media interest, but carefully considering whom you pitch to and how you frame the story will give you the best shot of landing a placement. 

A breakdown of the components of a press release.
A press release should be ready to publish as-is when it reaches the journalist’s inbox.

When Should I Write a Press Release?

The short answer is: anytime something newsworthy occurs in your organization. Let’s look at a few of the most common situations in which a press release may support your overall marketing strategy.

You’re Launching a New Product or Service.

Whenever your business launches a new product or service, it’s crucial to get the word out. A press release helps inform your target audience, potential investors and the general public about what’s new and exciting in your business. This helps you generate buzz, drive website traffic and boost sales.

You’ve Reached an Important Milestone.

Is it your company’s 10th anniversary? Did you just serve your millionth customer? These types of milestones are worth celebrating and sharing with your audience. A press release can help showcase your company’s growth, longevity and success.

You Made a Major Personnel Change.

When significant changes occur within your company’s leadership, it’s important to share the news. A press release allows you to introduce new faces, highlight their qualifications and craft a positive narrative around the change — all of which project vitality and put customers at ease.

You Need to Respond to Industry News.

If there’s a significant development in your industry or your business is directly affected by a trending news story, a press release can show that you’re engaged and responsive. Moreover, it gives you a chance to showcase your expertise and position your business as a thought leader.

You’re Involved in a Crisis.

Should your business face a crisis, such as a product recall or a public relations issue, it’s vital to handle the situation proactively. Issuing a press release allows you to control the narrative and demonstrate responsibility to your audience.

A well-crafted press release isn’t just a tool for sharing news; it’s a strategic component of your overall marketing approach. It enables you to communicate important developments, shape public perception and engage with your audience in a new way. Knowing when and how to seek earned media placement is a key part of this strategy.

Looking for an expert to help craft your next press release? Our copywriters know a thing or two about successful pitches. Let’s talk about a media strategy that will attract the right kind of attention to your business.

3 Local SEO Tips to Supercharge Your Business

A guide to best practices for local search engine optimization.

Search engines have revolutionized the way we navigate and engage with our communities. If you find yourself in need of an oil change or craving a hot chicken sandwich, chances are your first move will be to search Google for the best options near you. The results of your query depend on something called local search engine optimization (SEO). It’s a technique businesses can use to make it easier for customers to find them online, thereby boosting foot traffic, website engagement and, ultimately, sales.

We’ve compiled three essential tips that will help you make the most of local SEO opportunities. But first, let’s cover the basics.

What Is Local SEO?

Local SEO is a way of enhancing your company’s online presence. A solid local SEO strategy can increase visibility and traffic, promote brand awareness and strengthen your reputation. If you have a brick-and-mortar location or serve a limited geographic region, it’s well worth the effort to optimize for local search results.

Statistics that reveal the impact of local SEO.
Customers use search engines like Google and Bing to research businesses in their area — which makes local SEO an invaluable technique1.

How Does Local SEO Work?

Like all SEO tactics, local SEO relies heavily upon keyword research, which is the process of investigating how users search for your product or service. These keywords can be used to create high-quality content on your website that Google can index and then serve up to customers when they’re in the market for your offerings.

But your website is only one piece of the local SEO puzzle. It’s also essential to claim and optimize your Google Business Profile and manage your online reputation by monitoring and responding to reviews across a variety of platforms. With thoughtful planning and regular maintenance, you can ensure customers find your business — and like what they see when they do.

The following tips will help propel you to local SEO success.

1. Set Up and Optimize Your Google Business Profile.

If you haven’t already claimed your Google Business Profile, start by searching for your business. If it’s already listed on Google Maps, you can submit your information and request access to the profile. The verification process differs across industries and regions, but may include submitting a code received by postcard at your physical address, sending photos of your business or engaging in a face-to-face video chat with a Google representative. This handy guide explains how to add or claim your Business Profile on Google.

Once your profile has been verified, it’s time to optimize it. First, you’ll want to choose from about 4,000 business categories. Select a category that both accurately describes your enterprise and reflects popular search queries. For example, if you’re a residential building company, you could choose from “Home Builder,” “Custom Home Builder,” or even “General Contractor.” Tools like Semrush can help you narrow down your keyword options.

After selecting the best category, you can further optimize your profile by adding photos, operating hours, service areas, a description of your business and, of course, your address and phone number. Keep in mind that your name, address and phone number (NAP) should be consistent across the web. NAP consistency helps customers find and recognize your business.

You can also post content to your Google Business Profile as you would on any other social platform. Sharing photos, promotional materials and event information adds interest to your profile and encourages customer engagement. The latter constitutes a crucial component of local SEO strategy.

Market share percentage of major search engines.
While it’s possible to optimize for Yahoo and Bing, your resources are much better spent on Google, which remains the search engine of choice for the vast majority of users.

2. Manage Your Online Reputation.

We all know how helpful (or devastating) online reviews can be. If you’re searching for a restaurant in your area, you’ll probably think twice before patronizing an establishment with a heavy percentage of negative reviews. While you can’t control how users rate your business online, you can mitigate unwanted impacts by monitoring and responding positively to reviews (even the critical ones).

Set up a regular process to check for customer feedback on sites like Yelp, Facebook and Glassdoor. The particular platforms you’ll want to monitor depend on your business and industry. If you come across a glowing review — great! Let the user know you appreciate their comment. If an unhappy customer voices disappointment, apologize, reiterate your commitment to customer service and offer to make the situation right, either by providing a refund or reviewing your internal processes.

You can’t expunge negative reviews from your record, but you can strengthen your reputation by being kind, helpful and sincere. Doing so can lessen the effects of a poor rating and encourage prospective customers to ignore the critical feedback.

3. Track Your Local SEO Performance.

In addition to reputation management, it’s important to keep an eye on your performance in search results. You can run regular audits or even set up a tracking campaign to observe how your local keywords perform over time. Pay attention to your performance in target areas, as well as the types of devices customers use to search for you. Semrush offers a Listing Management Heatmap that can help you monitor your rankings and visibility in key areas within your service radius.

You can also compete for featured snippets in Google. Landing a spot in a local pack or image carousel will dramatically increase your visibility to potential customers. You can set up a dedicated filter in your SEO tracking platform, or simply enter your target keywords periodically to see if you’ve reached snippet status.

A featured snippet on a Google Search Results Page
Featured snippets, such as this Local Map Pack, are not only highly visible to users, but also reinforce your authority in the local market.

Ready to attract prospects and boost sales with local SEO? We can help! Contact us to learn more about this powerful technique.

Sources:

  1. 10 Local SEO Statistics Backed by Real Data for 2023 | New Reach Marketing

How to Position Yourself as an Expert

Sharing subject matter expertise, industry insights and even personal experiences in thought-provoking, value-driven ways can help position you as an expert in your field. Business leaders…